• by Fern Siegel , February 19, 2025

Maker's Mark, the 72-year-old small-batch Kentucky bourbon, has launched a global brand campaign: “Perfectly Unreasonable.”

The spot features a bourbon lover who goes to crazy lengths to make his drink perfect.

Debuting on NBC’s “Late Night with Seth Meyers,” as well as “The Lonely Island” and Meyers’ podcast, the ad rolls out nationally throughout 2025. 

The creative, the first work by Carmichael Lynch, has 6-, 15- and 30-second iterations, running across television, streaming, digital and social media. It also airs on the brand's site and is promoted via the ambassador program. 

“Perfectly Unreasonable” was shot by Swedish film director Marcus Soderlund.

“We’re really excited to share this new campaign that captures the spirit of the Maker’s Mark brand and celebrates those who pursue excellence,” Chloe Lloyd-Jones, vice president of global brand marketing, Maker’s Mark, told Agency Daily. “We’re passionate storytellers and look forward to seeing how the new creative resonates with new and existing fans of our brand in the U.S. and around the world.”

Owned by Suntory Global Spirits, Maker’s Mark is produced in Loretto, Kentucky, chosen for its unique water source. It was also one of the first distilleries to welcome visitors — a precursor to today’s Bourbon Trail.

“Maker’s Mark has gone to highly unreasonable lengths to craft the perfect bourbon. We wanted to create beautifully cinematic stories that demonstrate that Maker’s Mark drinkers share that passion,” added Jason Bottenus, executive creative director, Carmichael Lynch.

Maker's Mark won Double Gold medals for Maker's Mark 46, Maker's Mark Cask Strength and Maker's Mark Cellar-Aged at the 2024 San Francisco World Spirits Competition.

Carmichael Lynch's client work also includes Suburu, Korbel, Red Robin and Harley-Davidson.